QUT ePrints

The Blair Witch Project : a marketing case study

Silver, Jon (1999) The Blair Witch Project : a marketing case study. (Unpublished)

Abstract

The Blair Witch Project was a low budget movie made by student filmmakers that become an international box office hit in 1999. Blair Witch was a landmark in movie marketing and distribution because it was the first time that any movie had successfully leveraged the Internet as a marketing platform to reach a wide audience. The marketing team employed a range of innovative strategies and tactics to stimulate audience demand. This case study describes and analyses the success of the marketing launch of The Blair Witch Project.It also provides an Instructors booklet comprising seven questions and answers related to the marketing success of the movie.

Impact and interest:

Citation countsare sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

Full-text downloads:

1,788 since deposited on 10 Apr 2011
752 in the past twelve months

Full-text downloadsdisplays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.

ID Code: 41191
Item Type: Other
Keywords: Blair Witch, movie marketing , movie distribution, film marketing, film distribution, marketing strategy, online marketing, consumer involvement
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Australian and New Zealand Standard Research Classification > STUDIES IN CREATIVE ARTS AND WRITING (190000) > FILM TELEVISION AND DIGITAL MEDIA (190200)
Divisions: Current > QUT Faculties and Divisions > Creative Industries Faculty
Past > Disciplines > Film & Television
Copyright Owner: Copyright 1999 Jon Silver
Deposited On: 11 Apr 2011 07:33
Last Modified: 17 Apr 2011 13:06

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page